In May 2011, Tri-State Advertising and Marketing Professionals awarded the Southeast Missouri Food Bank (SMFB) a $100,000 Advertising for a Cause grant established to provide advertising assistance, production and media placement for regional service organizations.
Founded in 1985, SMFB provides food to charitable and disaster relief programs in 16 counties across Southeast Missouri. SMFB is affiliated with Feeding America, the nation’s food bank network and more than 170 nonprofit hunger relief agencies benefit from the SMFB efforts.
Member agencies include food pantries, soup kitchens, shelters for the abused and homeless, senior citizen programs, low-income children’s programs and non-profit rehabilitation facilities.
Missouri is one of the worst states in the nation for hunger in the low socioeconomic demographic. Of the 16 counties served in Southeast Missouri, five counties (Carter, Dunklin, Mississippi, Pemiscot, and Reynolds) have a food insecurity rate of 20 percent or higher. Pemiscot County has a food insecurity rate of 25 percent, the highest in the state, according to the United States Department of Agriculture (USDA) and U.S. Census Bureau. The numbers translate to nearly 70,000 hungry Southeast Missourians.
RLC developed and implemented a multi-media public service campaign for SMFB covering a five-state service area. The campaign, titled “Reach More. Help More. Feed More.” was developed around the fact that SMFB takes a $1 donation and turns it into seven meals. Given the market we needed to reach, we knew we must make the message simple and easy to understand. Our approach was to create a fully animated commercial with simple graphics and animations that told the story of how SMFB takes one dollar and reaches more families, helps more seniors, and feeds more children. The same look and approach was applied to a radio spot and billboard design. We also developed templates for flyers and PowerPoint presentations. Following the campaign, SMFB approached RLC for help rebranding their organization. We revamped their antiquated clip-art logo with a new design that mirrored design elements from the campaign including the font and a stylized dinner plate, fork and knife.
Later in 2012, SMFB reported a record number of donations and distributions – over 6.1 million pounds, equivalent to nearly 5.1 million meals – an increase of nearly half a million pounds over the previous year. Volunteer participation in the program took a giant leap as well. In 2012, an estimated 7,500 volunteers donated 21,700 hours as opposed to only 3,650 volunteers and 14,360 hours in 2011. To better process the increase in food donations, they relocated their headquarters to a facility three times the square footage near I-55 in Sikeston, Missouri.